A MAP for effective advertising: the metaphoric advertising processing model

Abstract

Metaphors can trigger attention and surprise, elicit positive feelings when the non-obvious metaphoric meaning is deciphered, and accelerate the understanding of complex or abstract information due to figurative metaphoric associations. Hence, metaphors can satisfy important requirements of marketing communications. Accordingly, in recent decades, an increasing amount of marketing research has examined this concept. The present article provides an overview of this research on metaphors in the advertising literature, outlines the importance of metaphoric advertising for achieving key marketing aims, and identifies crucial research gaps in the current literature. Based on this overview, we integrate theoretical ideas and empirical findings from marketing and (consumer) psychology to develop the Metaphoric Advertising Processing Model (MAP), which offers new insights into the definition, processing, comprehension, and outcomes of metaphoric advertising. We conclude with concrete suggestions and recommendations for future research and describe the practical implications of the model.